In a recent study, it pointed to the fact that we remember 80% more of what we actually write down rather than type into a computer. I started to think about how sales people continue to use computers for all sorts of notes, CRM programs and other material and whether they actually remembering anything at all?
How many people in sales are addicted to the blackberry, the Ipad, and the computer writing all kinds of things into it, without thinking about what the value is to us or for that matter, our customer. Do you remember anything anymore, and is it necessary to use your mind?
The speed dial on your smart phone acts as brain matter, holding forth the information that you once knew by heart. The telephone number of your biggest customer, their particular likes and dislikes, and their favorite restaurant. Now, we have put that into an electronic memory so we need not dwell on such facts or figure.
Does that leave us in a black void, where only if we have the phone, the computer, and the Ipad can we work? Has it made us unable to remember anything of importance? Are we a victim of our own creative—electronic—success?
A sales rep came to see me the other day, and rather than take out paper and pen, he took his computer to take notes on our conversation. Besides it being as major distraction for me, it was a distraction for him. He kept looking at the key board to type, never making eye contact…not once. In addition, while he said it helped him prepare better, I really doubt it. There was no interaction between him and me, and frankly, I do not think that I would buy from him.
Now, I am all for innovation in sales; I do not know if using a computer in that innovation.
Let us take another example. I still carry a paper calendar. This allows me to quickly see my schedule and adjust the day if necessary. More importantly, it is the best sales tool that I have with me. I take out the book right from the beginning of the meeting. The customer sees it, and immediately realizes that at the end of this session I will be looking to put the “next date in the book.” It is my non-verbal signal to the customer as to what the next step is going to be. Moreover, rarely, I walk out without a next meeting fully established.
When I take notes, it is on a pad of paper that comes out of my brief case. It again signifies what my plans are for the meeting. No one every objects to my taking notes, because what they have to say is significant to both of us, and therefore, deserving of being written down.
More to the point, I remember more about the meeting since I have used all my senses to get the notes. I am listening, writing, learning and remembering the conversation. This truly is the most important part of the sales meeting.
Stephan Schiffman is the noted trainer and author, having written 60 sales books. He can be reached at sschiffman@steveschiffman.com or 212 836 4719.
